United Breweries Limited: Kingfisher Beer’s social media marketing machine

Perry Goes needs to convince the board of UBL that his social media strategy is the most viable and sustainable way to continue building the Kingfisher brand in India. In doing so, he needs to justify the company’s digital marketing group’s request for a 400% budget increase. To put this request int...

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Main Authors:	ZERRILLO, Philip C., VENKATARAMANAN, S. N., DULA, Christopher
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2012
Subjects:	Social Media Social Media Strategy Social Media Marketing Brand Management Branding Brand Building Marketing Online Marketing Advertising Advertising and Promotion Management Business Administration, Management, and Operations Sales and Merchandising
Online Access:	https://ink.library.smu.edu.sg/cases_coll_all/43 https://cmp.smu.edu.sg/case/3321
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Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.cases_coll_all-1044
record_format	dspace
spelling	sg-smu-ink.cases_coll_all-10442018-07-13T09:00:20Z United Breweries Limited: Kingfisher Beer’s social media marketing machine ZERRILLO, Philip C. VENKATARAMANAN, S. N. DULA, Christopher Perry Goes needs to convince the board of UBL that his social media strategy is the most viable and sustainable way to continue building the Kingfisher brand in India. In doing so, he needs to justify the company’s digital marketing group’s request for a 400% budget increase. To put this request into perspective, online marketing only constituted 1% of UBL’s overall advertising budget. 2012-06-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/cases_coll_all/43 https://cmp.smu.edu.sg/case/3321 Case Collection eng Institutional Knowledge at Singapore Management University Social Media Social Media Strategy Social Media Marketing Brand Management Branding Brand Building Marketing Online Marketing Advertising Advertising and Promotion Management Business Administration, Management, and Operations Marketing Sales and Merchandising
institution	Singapore Management University
building	SMU Libraries
continent	Asia
country	Singapore Singapore
content_provider	SMU Libraries
collection	InK@SMU
language	English
topic	Social Media Social Media Strategy Social Media Marketing Brand Management Branding Brand Building Marketing Online Marketing Advertising Advertising and Promotion Management Business Administration, Management, and Operations Marketing Sales and Merchandising
spellingShingle	Social Media Social Media Strategy Social Media Marketing Brand Management Branding Brand Building Marketing Online Marketing Advertising Advertising and Promotion Management Business Administration, Management, and Operations Marketing Sales and Merchandising ZERRILLO, Philip C. VENKATARAMANAN, S. N. DULA, Christopher United Breweries Limited: Kingfisher Beer’s social media marketing machine
description	Perry Goes needs to convince the board of UBL that his social media strategy is the most viable and sustainable way to continue building the Kingfisher brand in India. In doing so, he needs to justify the company’s digital marketing group’s request for a 400% budget increase. To put this request into perspective, online marketing only constituted 1% of UBL’s overall advertising budget.
format	text
author	ZERRILLO, Philip C. VENKATARAMANAN, S. N. DULA, Christopher
author_facet	ZERRILLO, Philip C. VENKATARAMANAN, S. N. DULA, Christopher
author_sort	ZERRILLO, Philip C.
title	United Breweries Limited: Kingfisher Beer’s social media marketing machine
title_short	United Breweries Limited: Kingfisher Beer’s social media marketing machine
title_full	United Breweries Limited: Kingfisher Beer’s social media marketing machine
title_fullStr	United Breweries Limited: Kingfisher Beer’s social media marketing machine
title_full_unstemmed	United Breweries Limited: Kingfisher Beer’s social media marketing machine
title_sort	united breweries limited: kingfisher beer’s social media marketing machine
publisher	Institutional Knowledge at Singapore Management University
publishDate	2012
url	https://ink.library.smu.edu.sg/cases_coll_all/43 https://cmp.smu.edu.sg/case/3321
_version_	1794549788369223680

United Breweries Limited: Kingfisher Beer’s social media marketing machine

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